Tesco is temporarily removing its logo from Bags for Life, replacing it with new wording to mark the launch of the “It’s not a little thing. It’s everything” ad campaign.

The exclusive limited-edition bags, which will be available in the supermarket giant’s stores from this week, will see the Tesco logo replaced with other five-letter words including “Treat”, “Party”, “Share”, “Laugh” and “Love”.

It comes as the Bags for Life will feature in the grocer’s new TV food campaign and across large-scale billboards, tapping into the significance of food on consumers daily lives.

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The new ad titled “It’s not a little thing. It’s everything” highlights the emotional impact of food and retires the ‘Food Love Stories’ campaign that previously ran for seven years.

Running for an initial three-weeks with future busts planned throughout the year, the ad will use a series of vignettes to convey how food can play a role in every life moment, celebrating the intricate details that make every dish and meal special, according to Tesco.

UK marketing director Murray Bishop said: “When it comes to food, every detail matters to us, because we know the role it plays in our customers’ lives. Our new campaign captures this.

“We believe a great dish starts with quality ingredients, whether that’s a tender steak, crisp greens or juicy corn on the cob. For us, it’s not a little thing, it’s everything.”